CAJ | 학술논문

以我国某商业银行作为研究对象，构建了商业银行零售客户交叉购买行为预测模型，对商业银行零售客户的购买类别进行预测．研究结果显示，采用需求成熟度效用模型能够较好的预测客户购买决策，预测准确性达到81．23％．预测结果为商业银行有效开展交叉销售营销活动提供了理论支持与实践指导．
이아국모상업은행작위연구대상，구건료상업은행령수객호교차구매행위예측모형，대상업은행령수객호적구매유별진행예측．연구결과현시，채용수구성숙도효용모형능구교호적예측객호구매결책，예측준학성체도81．23％．예측결과위상업은행유효개전교차소수영소활동제공료이론지지여실천지도．
A consumer ’ s cross-buying behavior model to forecast the customer ’ s behavior in a commercial bank .The empirical results show that the customer utility model by using demand maturity can well predict customer’s purchasing decisions ,with the forecast accuracy of the model is 81 .23% .The forecast results providea theoretical support and practical guidance for the commercial bank ’ s cross-selling marketing strategy .